Vans

Jul 2024

The Always Pushing 2024 campaign from Vans is a visceral, high-octane celebration of skate and BMX culture that eschews polished studio tropes in favor of raw, authentic motion. Under the creative direction of ALEX/2TONE, the project serves as a love letter to the grit of the streets and the precision of the bowl, capturing a diverse roster of athletes including Tony Alva, Lizzie Armanto, and Courage Adams. Through the extensive use of fisheye lens distortions and dynamic live-action technique, the campaign bridges the gap between documentary-style realism and high-energy commercial aesthetics. The visuals thrive on the juxtaposition of urban infrastructure—ranging from industrial excavator buckets to vibrant public buses—against the fluid, gravity-defying maneuvers of the talent. By leveraging natural light to highlight the textured reality of scuffed concrete and weathered metal, the imagery leans into a gritty street-style fashion narrative that feels both immediate and timeless. Whether captured through low-key chiaroscuro lighting or the sun-drenched lens flares of an afternoon session, the campaign consistently emphasizes the kinetic energy inherent in its subjects. This work acts as a manifesto for the skate community, where every frame is constructed to feel like a candid, high-stakes moment, solidifying Vans’ enduring position at the intersection of lifestyle streetwear and authentic, action-oriented storytelling.

Lifestyle

Natural light

Streetwear, Fashion, Fashion